Lecture #15 — MGT 103 Exam Questions
and Answers
Phil Knight - Answers -CEO of Nike
Air Jordan Brand
- MJ: career vs. annual Nike income
- total sales for Nike - Answers -- MJ career = $94M, Nike 2016 = $110M
- $3B sales as of 2016
What did Yul Brynner say about why he performed one role thousands of times? -
Answers -when you have a winner, you milk it to death
Gatorade is synonymous with what? how much market share?
- what kind of brand?
- sold in how many countries?
- brand repositioned to what? - Answers -synonymous with sports drink, 75% market
share
- global brand
- sold in 80+ countries
- repositioned to G-series
Gatorade created by who? - Answers -Univ. of Florida
Gatorade purchased by who? - Answers -Quaker, then PepsiCO
($220M --> $13B)
2017 Gatorade sales? market share? - Answers -$5.9B, 75% market share
4 steps to build brand value - Answers -bottom --> top of triangle
1. brand awareness
2. brand performance
3. consumer feelings
4. consumer connection
marketing ingredients to get to apex of triangle (consumer connection) - Answers -
strong product launch, invest in brand awareness neutralize new entrants legally,
evergreen product w/ features, raise price w more market share, incentivize sales reps,
create culture of brand = class
and Answers
Phil Knight - Answers -CEO of Nike
Air Jordan Brand
- MJ: career vs. annual Nike income
- total sales for Nike - Answers -- MJ career = $94M, Nike 2016 = $110M
- $3B sales as of 2016
What did Yul Brynner say about why he performed one role thousands of times? -
Answers -when you have a winner, you milk it to death
Gatorade is synonymous with what? how much market share?
- what kind of brand?
- sold in how many countries?
- brand repositioned to what? - Answers -synonymous with sports drink, 75% market
share
- global brand
- sold in 80+ countries
- repositioned to G-series
Gatorade created by who? - Answers -Univ. of Florida
Gatorade purchased by who? - Answers -Quaker, then PepsiCO
($220M --> $13B)
2017 Gatorade sales? market share? - Answers -$5.9B, 75% market share
4 steps to build brand value - Answers -bottom --> top of triangle
1. brand awareness
2. brand performance
3. consumer feelings
4. consumer connection
marketing ingredients to get to apex of triangle (consumer connection) - Answers -
strong product launch, invest in brand awareness neutralize new entrants legally,
evergreen product w/ features, raise price w more market share, incentivize sales reps,
create culture of brand = class
